The original Borders bookstore was located in Ann Arbor, Michigan, the United States, where it was founded in 1971 by brothers Tom and Louis Borders during their undergraduate and graduate years at the University of Michigan. The first Borders bookshop opened at 209 South State Street, Ann Arbor in 1971. At the beginning of 2010, the company operated 511 Borders superstores in the United States. The company also operated 175 stores in the Waldenbooks Specialty Retail segment, including Waldenbooks, Borders Express, Borders airport stores, and Borders Outlet stores.
Borders bookstore once served as the most prominent brick-and-mortar bookstore in the United States, providing many Americans with an extensive and comprehensive list of books. The Borders bookstore became the headquarters for readers' knowledge and entertainment.
Brothers Tom and Louis Borders open an 800-square-foot used bookstore called Borders Book Shop at 211 S. South State St. in Ann Arbor.
Borders starts integrating music and movies into some of its stores.
Borders' flagship store moves from 303 S.State to the ex-Jacobson's department store on East Liberty. The bookseller is the largest retailer in downtown Ann Arbor.
Borders announces plans to liquidate. Some 10,700 people will lose their jobs, including 400 in Ann Arbor.
The book store chain, renamed Borders Group Inc., spins off from Kmart and goes public on the New York Stock Exchange (Ticker: BGP) under CEO Robert DiRomualdo. At the time, Borders' innovative inventory management system was considered "the envy of the industry," as one publisher put it, and was a catalyst in the forthcoming boom in the company's superstore footprint.
On July 7, 2010, Borders launched its eBook Store, allowing books to be downloaded directly to e-reader devices or the Borders e-reader app for desktop, iPhone, iPad, BlackBerry, or Android.
In 2004, Borders struck a deal with Starbucks subsidiary Seattle's Best Coffee to operate coffee shops under Seattle's Best brand in its domestic supermarkets.
1995 2010 05
Borders bookstore became the headquarters for readers' knowledge and entertainment.
Our mission is to provide customers with experiences they can't get anywhere else. What we do in-store will open up a more comprehensive range of possibilities. More humane care, traditional and advanced service types make customers more comfortable.
The new Borders will focus on the reading experience with people and achieve a reading experience without boundaries. In retail bookstores, customers can experience a better reading atmosphere and enjoy the excitement and light-hearted fun of exploring knowledge.
Finding and exploring books on real bookshelves is even more exciting. In addition, Borders has the most complete and largest book reserve in the United States, so he can allow people to explore knowledge more broadly.
Physical books provide people with a more authentic experience to perceive the book's content as reliable. In addition, although e-books make it more convenient to read and search, the natural touch and taste of books cannot be provided by e-books.
The services provided by Borders are more in line with customers' needs. Although technology advances rapidly and is connected with young people's way of life, some people who cannot adapt to new technology products also need to read. Borders can provide support and services to these people.
These personas are designed to give designers a better understanding of the brand in the pre-branding stage. They are judging from the perspective of different users rather than just thinking from a designer's perspective. Designers fictitious characters, their backgrounds, and experiences so that they can consider the needs of a wider audience before the brand starts.
Jacob
A A B B C C
Jacqueline needs some food books because she wants her kids to have healthy and delicious food.
Her child is in puberty, so she wants to understand the child's sensitive emotions and better communicate with the child by reading psychological books.
Jacqueline hopes to meet more reading lovers. She wants to read with her children on weekends, so she needs a place with a good reading atmosphere.
Since there are so many types of books, she hopes to get help when choosing a book.
He likes to explore different books, so he wanted to find a comprehensive bookstore.
Jacob likes to stay in the library and read books because he wants a quiet atmosphere.
He hopes a bookstore will have not only books but also new magazines, periodicals, film and television works, and music.
He needed a convenient place to buy books.
Jacob wants a bookstore where books can be ordered online and picked up directly.
Jacob needs a fixed location to borrow books. 15
Katherine
A A B B C C
He wants to read some good literature to enrich his spiritual world.
The world is developing quickly, so he wants to know the latest social form.
He needs a reliable bookstore brand because he thinks the books offered by such a bookstore are reliable.
He wants to meet book lovers who are his age.
He is not very good at operating new electronic systems, so he needs traditional human services.
A.Find knowledge and skills B.Find ambiance C.Requires flexible service A.Find knowledge and skills B.Find ambiance C.Requires flexible service
A
She wants to broaden her horizons because different knowledge allows her to communicate better with people.
She needs to have more skills and knowledge to lead her team.
She hopes to read in a bookstore because she doesn't like to read alone.
She and her friends often go to bookstores to read together and share their hobbies.
Katherine needs someone to help her put together a list of popular books.
17
Laura
A A B B C C
She wants to buy high-quality crafting and drawing books.
Her parents often told her fairy tales at night, so she was curious about the world of books.
Her mother loves to read, so she often goes to bookstores.
In the bookstore she can get more attention from her parents, so she likes to go to the bookstore.
She hopes to buy a three-dimensional fairy tale book.
30/ A Psychologist
8/ A child A.Find knowledge and skills B.Find ambiance C.Requires flexible service A.Find knowledge and skills B.Find ambiance C.Requires flexible service
She's writing a book on psychological knowledge, so she needs books that look at the current society's impact on people.
Sophia has a place or atmosphere where she can focus.
She thinks that she can relax and do some deep thinking in the bookstore.
Sophia hopes to find books in bookstores that she once wanted to read.
She wished for a more convenient service when she was shopping for books. 19
He likes to grow his knowledge, but he thinks some knowledge and skills cannot be obtained from books.
He likes coffee and has a unique perspective, but the description in the book doesn't match his feelings.
He likes to go to small bookstores with more characteristics than big ones.
He likes to read alone in less crowded places.
He thinks that the books offered by the big bookstores are superficial.
He believes that the services provided by the big bookstores cannot focus on everyone.
He is a worker, so his experience in learning skills is based on hands-on.
He only buys books for his children and family, but he doesn't like books himself.
Because short videos are more popular, he chooses to relax and watch short videos.
He prefers exercise and outdoor sports to read.
He likes crowded places like bars.
He is so familiar with how to read and shop online that he doesn't think anyone else's help is needed.
Borders provide many Americans with an extensive and comprehensive list of books, and the Borders bookstore has become the headquarters of readers' knowledge and entertainment. We focus on the irreplaceability of physical books and make customers trust our brand more.
In the future, Borders will not only focus on the sales of books but also on more humanistic service types. We want to let people experience the service and care unique to bookstores. Let the bookstore be a platform for reading and a study room for people to communicate.
Brand competition is a way of repositioning BORDERS Group compared to other companies in the market that sell similar products or services. The following pages contain BORDERS Group's current, adjacent, and future competitors.
Current competitors are essential to BORDERS Group because it allows them to see what needs to be done in the current market. According to the comparison, the advantages of BORDERS Group will be more accurately discovered.
Adjacent competition is essential because BORDERS Group may find the same problems and dilemmas in adjacent competitors. Perhaps, according to the weakness or decision-making of adjacent competitors, we can find out how to get out of a unique development route.
Future competitors are what BORDERS Group strives to be as a brand. Perhaps, BORDERS Group was once the target of some rivals. However, now BORDERS Group needs to work hard to follow the pace of the times faster.
Currently, Borders' sales are mainly from brick-and-mortar bookstores, so Borders' current competitors are concentrated in the paper and e-book industries. In addition, e-books became a massive competitor to Borders and lost many customers because the online reading service was not taken seriously in the previous decision.
Books-A-Million, Inc., also known as BAM!, is a bookstore chain in the United States, operating 260 stores in 32 states. Stores range in size from 4,000 to 30,000 square feet and sell books, magazines, manga, collectibles, toys, technology, and gifts.
Half Price Books, Records, Magazines, Incorporated is a chain of new and used bookstores in the United States. The company's original motto is "We buy and sell anything printed or recorded except yesterday's newspaper", and many of the used books, music, and movies for sale in each location are purchased from local residents.
Booktopia Pty Ltd is an Australian online bookstore. Founded in 2004, it now turns over $165 million a year and was listed in the AFR/BRW's Fast 100 eight times, the only company to ever achieve this feat, from 2009 to 2017.
Amazon was founded by Jeff Bezos from his garage in Bellevue, Washington, on July 5, 1994. Initially an online marketplace for books, it has expanded into a multitude of product categories, a strategy that has earned it the moniker The Everything Store.
Smashwords, Inc., based in Los Gatos, California, is a platform for self-publishing e-books. The company, founded by Mark Coker, began public operation in 2008. Authors and independent publishers upload their manuscripts as electronic files to the service, which converts them into multiple e-book formats for various devices.
Feedbooks is a digital library and cloud publishing service for both public domain and original books founded in June 2007 and based in Paris, France. The main focus of the web site is providing e-books with particularly high-quality typesetting in multiple formats, particularly EPUB, Kindle, and PDF formats.
Alibris is an online store that sells new books, used books, out-of-print books, rare books, and other media through an online network of independent booksellers.
ThriftBooks is a large web-based used bookseller headquartered near Seattle, Washington. ThriftBooks sells used books, DVDs, CDs, VHS tapes, video games, and audio cassettes. ThriftBooks' business model "is based on achieving economies of scale through automation."
Powell's Books is a chain of bookstores in Portland, Oregon, and its surrounding metropolitan area. Powell's headquarters, dubbed Powell's City of Books, claims to be the largest independent new and used bookstore in the world. In 2016, CNN rated it one of the "coolest" bookstores in the world.
Wob (formerly called World of Books) is a second-hand book retailer, reported to be the United Kingdom's largest. The company buys unsold inventory of used books mostly from UK charity shops.
Nowadays, Many customers access information and knowledge through more than just physical books. For example, they may search for relevant knowledge online or visit video websites to obtain relevant information, such as online video courses. Therefore, the following adjacent competitors mainly concentrate on the information and entertainment field.
CBS provides video on-demand access for delayed viewing of the network's programming through various means, including via its website at CBS.com; the network's apps for iOS, Android, and newer versions of Windows devices.
Reddit is an entertainment, social and news site where registered users can post text or links, making it basically an electronic bulletin board system. Registered users can vote on these posts, and the results will be used to rank and determine its position on the homepage or subpage.
Iflix is currently available in four countries across Asia including Malaysia, Indonesia, the Philippines and Vietnam. As of April 2020, Iflix has more than 25 million active users on its service, with over 2.5 billion minutes viewed in a month.
HBO (short for Home Box Office, literally translated as Home Box Office) is an American premium cable and satellite network owned by Warner Bros. Discovery and operated by Home Box Office.
Its rich TV content, high-quality video and fresh interface make Hulu comparable to major local TV stations. At present, Hulu has developed a video player based on Adobe AIR application, My Media Player, which allows users to watch various TV programs in Hulu without a browser.
Its rich TV content, high-quality video and fresh interface make Hulu comparable to major local TV stations. At present, Hulu has developed a video player based on Adobe AIR application, My Media Player, which allows users to watch various TV programs in Hulu without a browser.
Quora is a social question-and-answer website based in Mountain View, California. It was founded on June 25, 2009, and made available to the public on June 21, 2010. Users can collaborate by editing questions and commenting on answers that have been submitted by other users. As of 2020, the website was visited by 300 million users a month.
AMC Cinemas is an American movie theater chain headquartered in Richmond, near Kansas City, and it is the largest movie theater chain in the world.
The Movie Database (TMDb for short) is a community-built online database of movies, TV shows, actors, and crews. It claims to "think of TMDb as an editable Wikipedia for movies, TV shows, and actors." In 2009, when the website was created, the initial data of the freely licensed website Open Media Database (OMDB) was used, which contained only 10,000 movies, and users themselves added the new data.
Google Play, also known as Play Store, was formerly known as Android Market. It is a digital distribution platform for mobile applications developed by Google for the Android operating system, including digital media stores. It serves as the official app store for the Android operating system, allowing users to browse and download applications developed using the Android SDK and published through Google.
The soul of the rebranded Borders is to pay more attention to humanistic care and let people share and acquire knowledge together. As a result, aspiring competitors are no longer in the traditional knowledge dissemination industry but focus on building platforms for knowledge sharing and providing more flexible services through artificial intelligence.
Rakuten Kobo Inc. (English: Rakuten Kobo Inc.), referred to as Rakuten Kobo, is an e-book brand headquartered in Toronto, Canada, and affiliated with Rakuten Corporation of Japan. It is currently the second largest e-book platform in the world, providing e-books, and electronic Book reader sells services, and its direct competitors include Kindle, BOOX, reMarkable, etc.
Udemy is a massively open online classroom provider for adults and students in the United States. It was founded in May 2010 by Eren Bali, Gagan Biyani and Oktay Caglar. With a mission to improve lives through learning, Udemy is the world's largest online learning destination, helping students, businesses, and governments acquire the skills they need to compete in today's economy.
Content from the Behance Network gets fed into a network called the Served sites, which display work in specific categories such as fashion, industrial design, and typography. In September 2010, more were added, including branding, digital art, and toy design. In April 2012, advertising, art, architecture, and more were added as categories.
Douyin (TikTok) is a short-video social app that can be viewed on smartphones, founded and operated by Chinese mainland company ByteDance. Users can record videos ranging from 15 seconds to 1 minute, 3 minutes, or even longer than 10 minutes, and can also upload videos, photos, etc.
Flickr is an American image hosting and video hosting service and online community founded in Canada and headquartered in the United States. Users can browse high-quality photos and even high-quality artwork on the site.
TED Conferences, LLC (Technology, Entertainment, Design) is an AmericanCanadian media organization that posts talks online for free distribution under the slogan "ideas worth spreading." TED's early emphasis was on technology and design, consistent with its Silicon Valley origins. It has since broadened its perspective to include talks on many scientific, cultural, political, humanitarian, and academic topics.
Vimeo is a video-centric social networking site owned by IAC/InterActiveCorp and was founded in November 2004. Vimeo supports embedding, sharing, and saving videos and also allows users to comment on videos. Users must register to upload content, and registered users can also create a profile page, upload an avatar, comment, and "like" a video.
Kanopy is an on-demand streaming video platform for public libraries, colleges, and universities that offers films and documentaries. The service is free for users, but the institution pays the content owners and creators on a pay-per-view model. Kanopy provides each participating public library and university with a dedicated and customizable website through which members can stream films.
Baker & Taylor is the leading supplier of library content, software and services to public and academic libraries in the U.S. We also provide sales, manufacturing, warehousing and distribution support to small and mid-sized publishers through our Publisher Services business.
Barnes & Noble.com leverages the power of the Barnes & Noble brand to offer online customers the Web's premier destination for books, eBooks, magazines, toys & games, music, DVD and Blu-ray, and related products and services.
PHOTO CREDIT pexels.com stock.adobe.com